Revolutionary Measures

Bad tech – the PR battle tech companies face

One of the major legacies of the financial crisis was that trust in banks, and indeed the overall financial services industry, took a pounding. The combination of bad behaviour, misselling of products such as PPI, poor customer service and a culture that was perceived as elitist and uncaring all made them public enemy number one. The old stereotype of the bank manager as a respected, upstanding member of the community was consigned to history.

Artificial Intelligence Programming Robot Ai Ki

Artificial Intelligence Programming Robot Ai Ki

In many ways industry reputations are cyclical – before banks, it was probably media organisations (think phone hacking) that were most despised, followed by Big Oil. What is interesting is that I’m seeing a new contender for ‘most hated’ coming up on the rails – tech.

Much of this is down to the huge power technology companies now have over our daily lives. We spend huge amounts of time on our smartphones, on social media, and interacting with technology to get things done. And human nature means that people are quick to forget how things used to be pre-internet and pre-mobile phone, taking the advantages for granted and complaining about what they don’t like.

However, for every story celebrating the progress technology is enabling, I’m seeing at least two arguing that tech companies have too much power, and are not receiving sufficient oversight. In many cases this is true – there is no way of justifying the fact sites such as YouTube, Google and Facebook are earning money on the back of terrorist content or fake news, and at the very least maximising their tax efficiency. But the current mood seems very focused on the negative side of progress and on the harm that it is (potentially) doing, from AI taking our jobs, to websites tracking our every move, and automated checkouts that intimidate the elderly.

At the other end of the spectrum, today’s Budget will see the Chancellor promise that the UK will lead the world in introducing self-driving cars, following a week of announcements around extra funding for technology R&D across the UK. Reading different stories you’d rightly be confused whether the robots are coming to get us Terminator-style or are going to usher in an idyllic life of leisure?

What I think this does is show a need for PR people working in technology (including myself) to take a look at how they communicate and market their companies and clients. It is time to focus on what the benefits are for both consumers and businesses and to honestly address any downsides. That means looking beyond the headline in order to put things into context, and to work with government and charities to solve any unforeseen consequences, be they cyberbullying or unemployment.

Essentially it goes back to being model citizens, and, like previous generations of capitalists (think Victorian families such as the Cadburys and Rowntrees or American philanthropists such as Carnegie), realising that they are responsible for the actions of their products and services. As well as being a genuinely positive thing to do, it ultimately supports society as a whole, including the people that buy from them, making it something that should appeal to their hearts and their heads.

Technology needs to communicate a more open and responsible stance in how it operates if it wants to take the wider population with it towards ever greater innovation.

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November 22, 2017 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , , | Leave a comment

What Moz the Monster tells about the changing media landscape

By now pretty much everyone will have seen the latest John Lewis Christmas ad, starring a loveable monster that lives under a young boy’s bed. Without giving away any plot details to the few that haven’t watched it, it all ends happily thanks to a thoughtfully chosen gift.

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Over the past few years Christmas adverts have become a fixture of the festive season, with the media (and public) eagerly awaiting the offerings from the likes of John Lewis, Sainsbury’s and Marks and Spencer. All sides seem to be involved in a creative arms race, with ever-more sophisticated production values and talent involved – Moz cost an alleged £7m and is directed by Oscar-winning director Michel Gondry, while M&S has recruited Paddington (and Angela Rippon) to head its Christmas push.

 

What’s most interesting to me is not which is the ‘best’ advert or how much of an impact it has on sales, but what Christmas adverts tell us about the changing media landscape. Not long ago the only way to ensure that these productions were watched would have been to spend millions booking high profile TV slots and hoping that viewers would be there and watching. This has changed – obviously ads are still shown on TV, but a lot of the viewers are online, with people watching them via company websites and YouTube.

That means that PR and social media are now the key channels for driving ad awareness and views. For example, the John Lewis ad was all over the media, from the marketing press to the tabloids. The BBC ran a piece analysing social media responses to Moz and his antics, while other brands aimed to get on the act, running surveys on which was the most popular Christmas advert. M&S even had to deny that the Paddington advert featured swearing (obviously not by its Peruvian star).

I think this is part of a wider, growing trend. Many people either don’t watch TV adverts or they simply don’t register on their consciousness. You might click on an informational ad after an online search or watch a hyped campaign during a major programme or event, such as the World Cup, but we’re now too sophisticated and short of time to discover them for ourselves.

Therefore, you need PR and social media buzz to get people to notice them, which is a complete turn round from the old model of advertising leading the marketing mix. Christmas adverts aren’t the only example of this – TV programmes, films and books are all trailed in the media, rather than relying on ads. PR people should therefore step up and use this trend to justify having a greater say in marketing decision making – and a larger slice of budgets. Communication is vital to business success – even when it comes to monsters under the bed.

November 15, 2017 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , , | Leave a comment

Social media, news and (mis)information

How people get their news – and how reliable it is – has been a hot topic since before the US election. And this week the debate intensified, particularly around the role of social media in acting as a gatekeeper between their users and news sources.

Firstly, Facebook began an experiment in six countries where it has removed unpaid news posts from the main feed and put them in another tab. This has decimated traffic to news websites, with one journalist claiming that it reduced click throughs by 75%. Facebook says that there are currently no plans to extend the trial, but given the amount of traffic (and therefore ad revenue) that the social media giant provides to newspapers, they are increasingly concerned about the impact on their business models.

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Secondly, investigations into alleged Russian meddling in the US election continue, with Google, Twitter and Facebook all being questioned at hearings later this week. Ahead of this Facebook announced that 126 million people in the US may have seen posts, stories or other content created by Russian trolls, while Google has found 18 YouTube channels used to spread disinformation and Twitter has highlighted 2,700 accounts with dubious Russian links.

Both of these stories demonstrate the growing power of social media and the issues that this brings to the press, democracy and individuals. Essentially it boils down to three areas:

1.The dangers of other people’s platforms
Unlike the telephone or post, social media platforms are not intrinsically open and don’t have a public service element. Therefore, Facebook is perfectly within its legal rights to change how it displays third party information, such as news, or even if it displays it at all. Therefore while media companies have become increasingly reliant on Facebook, it isn’t a balanced (or even contractual) relationship. This shows the danger of building a business on someone else’s platform – it is essentially the online equivalent of running a company from premises where you haven’t signed a lease. You can be thrown out at any time, without redress.

2.Black box algorithms
Serving up relevant content that will appeal to users is what Facebook and Google is all about. But how they do this is increasingly complex, involving the analysis of huge amounts of data with proprietary algorithms that are central to their business. As the events of the US election show, it is possible to manipulate or trick these to deliver particular content to targeted users, not just through ads, but in other ways. This obviously goes beyond the normal social media echo chambers that we all tend to sit in, by providing fake content that is likely to appeal to our own positions and biases. Expect the US congressional hearings to call for greater clarity and oversight of the algorithms behind social media platforms, rather than the current black box system. That brings its own issues – it wasn’t that long ago that Republicans were complaining about alleged pro-Democrat bias on Facebook.

3. Follow the money
In many ways the news industry has never been healthier – given the current state of turmoil in the world, more people want to know what’s going on. However, while that is good news for individual journalists, it isn’t necessarily good for media businesses as they increasingly give away their content for free and rely on online advertising that brings in much less per impression than traditional print ads. Therefore, cutting traffic to their sites as Facebook’s experiment seems to do removes one of their sources of income, just when they need it most. While the likes of Google have invested in projects to help the media, particularly local newspapers, it doesn’t fill the funding gap that they currently face.

It is difficult to see how both newspapers and social media can move forward and tackle these challenges. Government regulation would be seen as heavy-handed and potentially lead to accusations of bias on the choice and positioning of news, while the social media giants are unlikely to make public the algorithms that their businesses are built on. However, for the wider good in terms of informing the public, something needs to be done.

November 1, 2017 Posted by | Marketing, Social Media | , , , , , , , , | 1 Comment

Copy approval and the threat to the truth

The media today faces constant economic pressure – competition is up, digital has decimated advertising, and people are increasingly reading news via other sources such as Facebook and Twitter. This has had a major impact on revenues and how they operate, including increasing the importance of advertorial, paid-for content within publications or on websites.Clarebalding

It has also strengthened the hand of brands, and celebrities who have money or clout, and are increasingly precious about their image. Witness the HP spokesperson complaining to the Financial Times after a throwaway negative reference to HP CEO Meg Whitman, threatening to pull advertising from the newspaper.

This shift has also led to a rise in attempts to control the message in mainstream media, at a time when social media has taken away control in other areas. Two areas come to mind – interviews and copy approval. When I started in PR, most interviews with trade press were organised, a briefing provided to the spokesperson and they were given the journalist’s number to call. Follow-up ensured that the journalist had everything they wanted, but that was the extent of the control. Since then, even the most straightforward interview with the most trusted interviewer, has to have a PR person present. This is fine if all they are doing is keeping track of what was said, housekeeping and politely reminding the spokesperson if they’ve missed something vital.

The second area, copy approval, is much more insidious, and is in the news this week with a media debate about an interview carried out for Saga Magazine by journalist Ginny Dougary with presenter Clare Balding. Dougary claims that Balding and her agent were given copy approval of the resulting piece, and inserted additional material and quotes within it, prompting her to ask for her name to be removed from the article. Balding insists that the Saga editor herself made the changes and that she did not have copy approval.

Whatever the real story behind what has predictably been dubbed the #SagaSaga, it does bring into the light the whole area of copy approval i.e. the subject of an interview being shown the draft article and being able to make changes to it. I’ve never worked in celebrity PR but I know that many interviews don’t take place without copy approval in place, even if it is just to ensure that the interviewee’s new book/play/cuddly toy/wedding get a mention, while certain areas are declared off-limits to questions.

What is insidious is that granting copy approval by its nature makes the resulting article less independent. Some of the most interesting interviews I’ve read have a tension or awkwardness between the subject and the journalist, which actually adds to the story and your understanding of the person involved. Copy approval means that interviews are more likely to be bland and on-message, controlled by the brand. There is a big difference between sharing an article for fact checking (which journalists I’ve worked with have done before when covering very technical subjects), and copy approval of the whole piece.

As Dougary points out, copy approval undermines independence. If people stop believing that what they read in properly researched, fact checked, mainstream media, then we are accelerating down the road to fake news at alarming speed. This case may be about a celebrity in a consumer magazine, but the principle is the same – the public need to be certain that the stories they see in the press are not controlled by the subject, and are unbiased. Otherwise, it does whittle away at the truth, harming the whole media industry and removing debate at a time when we need it most.

Photo By Keith Page (Claire Balding) [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)%5D, via Wikimedia Commons

October 4, 2017 Posted by | PR, Social Media | , , , , , , , , , , | Leave a comment

Making marketing mobile

Everyone knows that consumer media habits are changing, but sometimes it feels that marketers aren’t making the connection between how people now access news and information, and how they are trying to reach them. For example, smartphone browsing has now overtaken internet access on laptops/desktops for the first time, with the average Briton spending two hours per day surfing on their mobile, according to eMarketer. At the same time Ofcom reports 51.4% of web traffic now comes from mobiles. That means it is more than likely that you are reading this on a smartphone, whether on the move, at home or in the office.Nokia_X2_Android_(14309420090)

So what does this actually mean for marketers? There are five areas to consider:

1. Make it mobile-first
It still amazes me that there are sites out there that are not mobile-optimised, meaning users need to move around the screen to get to the information they need. It doesn’t matter what sort of organisation you are, people will be accessing your site via a smartphone, so make it easy for them. Also, use the facilities that a smartphone provides, such as location, to deliver relevant content, such as your nearest branch or shop.

2. Personalisation
Smartphones and Big Data provide marketers with unprecedented information about consumers. And at the same time consumers say they want personal service from brands, based on their needs. So why don’t we get this? One worry for marketers is the fear of a consumer backlash if customers complain that their privacy is being impinged upon, and there is a threat that using data badly will annoy and upset people. We’ve all looked at buying a present online, and then been followed around the web by adverts for it for the next week. So the rule should be to embrace personalisation but not be creepy – if in doubt, ask consumers where they think the boundaries should be.

3. Video, video, video
As someone who experienced the slow speed of dial-up access to the internet, it has taken me a while to fully embrace video. But for the majority of people today video is the primary type of mobile internet content they choose, whether on YouTube, news sites or streaming media. Therefore, ensure you offer this on your site, and use the medium to get your message out. Video doesn’t have to be expensive – you can even shoot it on your smartphone.

4. Speed is king
People won’t wait. And, with the competition just a click away, why should they? Ensure that everything you do online is geared to speed, particularly on mobile devices, so that consumers get a seamless experience. It may not be traditional marketing, but check how fast your site loads on specific devices and work with technical teams to continually improve it.

5. Social dominates
As the fake news scandals around the US election demonstrate, social media is now the primary source of news and information for many consumers. And mobile is overwhelmingly how the likes of Facebook and Twitter are accessed. Obviously, brands understand this and have invested in their social media presences, but it is vital to use these networks to their full potential. For example, Facebook’s deep demographic information enables you to learn more about your customers, target similar ones, and directly change perceptions and drive sales.

Finally, a word of warning. We are in a mobile-first world, but don’t throw the baby out with the bathwater. People still watch TV and listen to radio – whether online or on old-fashioned TV sets and radios, so don’t neglect them. You need a co-ordinated approach to marketing your brand across channels if you are to rise above the noise and actually engage and build a long-term relationship with consumers.

Image By Chris F./tcawireless.com. (Nokia X2 Android) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)%5D, via Wikimedia Commons

September 27, 2017 Posted by | Marketing, Social Media | , , , , , , , , , , | Leave a comment

Marketing in the rental economy

When I was growing up it was common to rent a TV – they were expensive items and not everyone could afford to pay for one up front. But as prices dropped renting became the preserve of students and then seemed to disappear.

However the whole idea of a rental economy is back, just rebranded to on-demand. Take TVs again – given the price of a high end one, and the speed at which new innovations are coming through, renting provides the flexibility to always have access to the latest model without spending thousands. Why amass a collection of CDs when you can essentially rent them via Spotify or other streaming services? Looking at transport, many cars are now bought on credit deals that essentially mean you are paying a monthly rental to the manufacturer – and that’s before you look at the likes of Uber and Lyft. There are even websites in the US that let you rent high end furniture for your house or office.

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Speaking as a hoarder that wants to have that physical CD or book and to know they are mine (even if they then sit on the shelf after being digitised or read), I see limits to the rental economy. But I know I’m increasingly in a minority and a combination of the flexibility of on-demand and the fact that major purchases such as cars and TVs are often outside the budgets of many people mean rental is here to stay.

So what does this mean for marketing? I think there are three main things to focus on:

1.Need to keep customers loyal
Brands know that customers are now more demanding and less loyal than in the past. But the on-demand economy means that rather than simply switching supermarket or type of toothpaste they can equally change every brand that they deal with. Therefore you need to continually focus on keeping customers satisfied and consequently loyal – otherwise they will simply head to the competition.

2.Use the data to innovate
Digitisation means that brands in the on-demand economy have an enormous amount of data about their customers. Whether that is Uber knowing where you have taken cabs or Netflix having a record of what you watched, this information is all available. Rightly customers are wary about what brands do with this data, but surveys show that if it is used to improve the service and products they receive in ways that benefit them, it makes them more loyal to a company or service. So analyse this big data and use it to innovate and differentiate against competitors.

3.Brand is key
There are many factors that affect why consumers choose particular brands, including price and the choice of products that they offer. However in the on-demand economy, where the majority of interactions are digital, brand is a key part of the decision. For a start if they’ve not heard of your company they aren’t going to consider buying from you – and more importantly still if your brand gains a poor reputation sales will suffer. Uber is the perfect example of this – well-publicised scandals at the company led many users to switch to rivals, hitting its market share and revenues. Such is the pace of the on-demand economy that pretty much every company has a rival, often selling similar services at similar prices, meaning that building and safeguarding your brand is crucial to long-term success.

Digitisation is radically changing how we buy and consume products and services, with many moving away from outright ownership to a rental model. Brands must change how they focus their marketing efforts if they want to win, and more importantly retain, customers – or they risk being left behind by on-demand competitors.

August 23, 2017 Posted by | Marketing, Social Media | , , , , , , , | 1 Comment

If a tree falls on Twitter……

The launch of CNN, back in 1980, ushered in the era of the 24 hour rolling news cycle. No longer did people have to wait for their morning papers or the 10pm TV news to find out what was happening in the world. And this had an impact on the news itself – rather than having to schedule events and press conferences to fit around journalists’ schedules, organisations could be confident that reporters would be available (and coverage would result) pretty much throughout the day. On the flipside unscrupulous PRs couldn’t try and sneak out bad news, knowing that it was just too late for print deadlines and would be out of date 24 hours later.

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The internet obviously accelerated the news cycle, making it even faster and more constant. You didn’t need to be watching CNN or other 24 hours news channels to see the latest stories, opening up access to everyone with a smartphone. It also allowed a wider range of media to reach people – you didn’t need to be a TV station or a major newspaper to break a story, you could be a citizen journalist or simply someone who was in the same place as a breaking news story. Essentially this democratised the reporting process. It became difficult for governments and corporations to spike negative stories as, hydra-headed, they simply popped up elsewhere.

We’re now in the midst of the next news cycle, focused on social media. As soon as something happens it is pored over on Twitter and Facebook, with both the public and experts giving their views. If previous news cycles were one reporter/media outlet to many readers or viewers this is essentially any to any – going beyond democracy to the text book definition of anarchy (‘without a ruler’).

In many ways this is a good thing, as it opens up the debate to multiple voices, many of whom have traditionally not been heard. But it drives three big issues that I believe threaten the integrity of how we get the information that shapes our world view and actions:

1. Who do you trust?
Major news organisations have a brand that their readers/viewers trust. They know what to expect when reading a story on The Sun compared to the Daily Mirror or the New York Times compared to Fox News. However, in the anarchic world of social media anyone can post ‘news’ or comments that are inaccurate or knowingly untrue. This fake news can be mischievous, misleading or designed to push a specific agenda, and is very hard to stamp out in the instant world of the internet. And the rise of fake news risks people tarring every news organisation with the same brush – we’ve all seen politicians describing as ‘fake’ stories that they simply disagree with.

2. Who shouts loudest, gets heard
Whether it is the distance that social media provides, polarisation of views or simply that the world is getting nastier, the amount of abuse and trolling on platforms such as Twitter and Facebook seems to be ever-increasing. Just this week Viscount St. Davids was found guilty of making menacing communications against Gina Miller, who led a legal challenge that forced the government to consult Parliament on Brexit. Amongst other abuse he offered £5,000 in a Facebook post to anyone that would run over Ms Miller. Parliament itself is holding a debate on the abuse suffered by MPs and candidates of both parties in the recent election campaign.

What seems to typify all of these communications is that people appear happy to say things online that they wouldn’t to someone’s face, and that very often it involves men abusing women, often in sexual terms, for daring to disagree with their views. The sheer weight of such trolling stifles honest debate and ultimately puts people off sharing their thoughts and opinions, or even self-censoring what they write.

3. Knee jerk reactions lead to instant actions
When stories break the true facts are often unclear. Whereas traditional news organisations would then take the time to research events and wouldn’t jump to conclusions the opposite is true on social media. People make immediate judgements and share them with the world, and the sheer force of tweets and messages can then shape the news agenda. A case in point is the recent disqualification of cyclist Peter Sagan from the Tour de France, for his involvement in a crash that forced Mark Cavendish out of the race. The race jury first gave him a lesser punishment, but then seemed to be swayed by the force of anti-Sagan anger on social media, changing their minds and throwing him out of the race. Taking time to study events in more detail would have led to a less knee jerk reaction, but it often feels that people believe they have to react instantly, without the full facts, leading to decisions that don’t necessarily stand up to future scrutiny.

The social media news cycle has undoubtedly delivered major benefits – it helped drive the Arab Spring for example. But its sheer anarchy means that everyone, from politicians and PRs to the general public, needs to think before they tweet if we are to have a fair, honest and unbiased discussion of news on social media.

Photo: By Tiia Monto (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)%5D, via Wikimedia Commons

July 12, 2017 Posted by | Marketing, PR, Social Media | , , , , , , , , , , , , | Leave a comment

Why PR needs to turn around its reputation

13911715043_e32a972f78_zPublic relations has never had a higher profile, but not necessarily for positive reasons. Whether seen as aiming to control the image of celebrities, trying to keep corporate misdeeds out of the press or using political spin to get a particular message across, I’d say that public perception of the industry is actually worsening.

Given that PR people have always been focused on controlling the message why is the profession’s reputation deteriorating? I think there are three key reasons:

1. Chaos is growing
As I say PR is about portraying your company/client/celebrity in a positive light. The problem is that this revolves around people – and people are inherently random and chaotic. So PRs have to constantly balance on a tightrope, trying to plan and control the message in a world where things fall apart. The advent of social media has simply increased this chaos – it is easy for anyone to start a rumour or undermine your story through Twitter and Facebook. Witness the fact that just this week a fake Daily Mail front cover calling for Theresa May to resign went viral on social media, despite the fact that it was an obvious forgery shared by a Twitter user called Lying Tory Media.

PR people feel that they have to be constantly on their guard. And this naturally means that they focus on control and defence rather than positive engagement. After all, it is technically safer to turn down an interview opportunity, even with a high profile media outlet, if there is any risk of it going wrong. This isn’t a long-term strategy, but the speed of the communications landscape can mean people don’t have the time to think long-term.

2. Trust is diminishing
We’ve all seen the figures that show that people trust the organisations around them – be they politicians, the media, companies or other authority figures less and less. The latest Edelman Trust Barometer, which came out in January 2017, found that government was the least trusted institution in 14 countries, and CEO credibility had dropped to an all-time low of 37 percent. It wouldn’t surprise me if trust has fallen even further since then.

There is a widespread belief amongst many groups that the system has failed people and that the sheer pace of technological and social change is not benefiting everyone equally. This lack of trust means that PR people have to go the extra mile in order to build credibility with ever-more sceptical audiences. And again, it is easier to plan to be defensive – why risk Theresa May meeting real people on her election campaign when you can organise a backdrop of supporters to get your message across?

3. We’re becoming more tribal
I’ve mentioned this before, but populations are polarising into self-contained segments. If you live in a community that is made up of people like you, interact online with the same group and don’t talk to those with different views it is easy to build up a biased world view. Throughout history leaders have focused their tribes or countries by uniting them against an Other, whether that is a rival monarch, country or religion. A similar thing is happening now online, but generally without clear leaders, Donald Trump being an obvious exception.

PR people, particularly on the political side, are becoming focused on appealing to their segment – essentially they feel they don’t need to worry about the Other. Whatever they do opponents will criticise them, so why bother with trying to reach out to them? This does put some PRs on a slippery slope towards propaganda and fake news. No wonder that 73% of public relations professionals polled in a recent survey said that the current White House communications team is negatively impacting the industry’s public perception. But even here tribal loyalties seem to be in play – 15.1% of the sample identified themselves as conservatives, and a similar percentage (15.7%) said the White House comms team “is treated unfairly by the media”.

Public relations finds itself at a crossroads. On one hand the communications, writing and content distribution skills it is centred on have never been more important to business. Yet, the risk is that the sheer pace of change means they retreat into a defensive, safe mode that undermines their credibility. For everyone’s sake, now is the time for PR people to become more strategic, counselling clients to see the bigger picture in order to rebuild trust and unite their audiences for the greater good.

Image Jeff Eaton via Flickr https://flic.kr/p/nckbcV licensed under Creative Commons

June 21, 2017 Posted by | Marketing, PR, Social Media | , , , , , , , , , , | 3 Comments

Fake news – are we on the road to 1984?

For a term that most people hadn’t heard of 18 months ago, fake news is now mainstream. A simple Google search on the term turns up 145,000,000 results, 28,900,000 in the news section. Originally coined to cover clickbait stories written with the intent to mislead for political or financial gain, it has now been hijacked by the likes of Donald Trump, one of its key beneficiaries, to describe any story that he disagrees with.

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Misleading the public has always been a tactic used by leaders, with propaganda used to push a particular point of view, especially in times of war. Additionally, many newspapers have run sensational stories to attract readers – witness the New York Sun publishing stories about life on the moon in 1835.

George Orwell’s 1984 shows how the combination of propaganda and mass-media communications can be used to control the population and condition what they actually think and believe. And for those that dismiss that as a fantasy, I’d say that fake news in the digital age actually goes even further, for three reasons:

1. We live in an ungated world
In the past people got their news from a limited range of sources such as newspapers, TV and radio. All of these employed professional journalists to sift and check facts before they reached their audiences. This meant that while they may have been biased to left or right, or even stretch the truth, they had to meet journalistic standards. Now, in the digital world anyone can be a publisher, without needing any training – opinions and stories go direct to the public, particularly through social media, without any guarantee of quality. At the same time trust in traditional institutions (politicians, journalists and companies) has broken down, meaning people are actively looking at other sources for their information.

2. We live in a polarised world
Social media encourages people to cluster with those of similar beliefs, limiting our world view and therefore reinforcing it. During the European Referendum, for example, liberal Remainers just saw tweets supporting their stance on Twitter, leading to a sense of real shock when the result went the other way. When we’re in our bubbles on social media we’re more likely to click on, forward or believe in fake news if it plays to our particular beliefs – especially if it appears to be endorsed by someone we trust.

3. We live in a world with short attention spans
How many times have you seen a headline, read it but not bothered to click through for the full story? In my case pretty often. There simply doesn’t seem time to read news stories in-depth or in-detail. At the same time attention spans are shortening and people quickly move onto the next thing, meaning it is easy to confuse fake and real news.

So what can be done to fight fake news? It is easy to blame Facebook and its algorithms, shadowy websites that make money through adverts that run alongside fake stories or even politicians such as Donald Trump who know exactly the lies that they are peddling. However, I think responsibility goes further than this:

  • PR people and the companies they represent have to think through the stories that they issue – putting a positive spin on something is one thing, but be sure that you’re not crossing the line into untruths.
  • Politicians need to be more careful in what they say – perhaps backed up by an independent regulator that immediately investigates and pronounces on dubious statistics, such as the alleged £350m per week paid to the EU that was splashed on Vote Leave buses during the referendum.
  • As consumers we need to learn that not everything you read online is true, and that we are not in a cosy world where every story is meticulously fact-checked. We need to look for sources, think before we share and broaden our world views to try and understand the wider context of the new reality.

Otherwise the fake news we’ve seen already will just be the start, and we’ll be moving swiftly down the road to a version of 1984 that sees propaganda winning and trust between groups and communities completely disappearing. And that is in no-one’s long term interest – not even Donald Trump’s.

June 7, 2017 Posted by | Marketing, PR, Social Media | , , , , , , , , | 7 Comments

Can you make your PR campaign strong and stable? 4 communication lessons from the General Election

 

With well under a month to the General Election the parties various communication strategies are becoming clearer. As I said in a previous blog, this won’t be a social media election, but that isn’t stopping politicians from adopting new techniques to reach voters. The aim is to control the message, and drum it into the electorate, even if that means repeating ‘strong and stable leadership’ ad nauseum.https://commons.wikimedia.org/wiki/File%3APolling_station_6_may_2010.jpg

There are four key tactics that are emerging – and could serve as PR lessons for other communicators:

1.Go for the low hanging fruit
Essentially politicians are trying to duck the tough questions – although in the case of Diane Abbott she seems to be succeeding in making easy questions difficult. That means Theresa May popping up on The One Show, along with her husband, to discuss such key facts as who takes the bins out, while at the same time saying she won’t take part in a TV leadership debate. Instead, she’ll appear alongside Jeremy Corbyn, but not in a head to head.

While it is difficult for businesspeople to follow this strategy to the letter and duck tough media appearances, it should serve as a blueprint for showing your human side if you want to demonstrate that you are just a normal person, with interests and passions beyond your job.

2. Go where the audience is
It isn’t an election that will be won or lost on social media, but that doesn’t mean the channels can’t be used to get the message out there. The Prime Minister took part in a Facebook Live event with ITV News, essentially reaching an audience in the easiest manner for them. In reality there’s no difference between Facebook Live and a televised phone-in – as proved by Jeremy Corbyn trying to hijack the event by sending in a question himself. It is simply a question of going where the audience is – something that chief executives should also bear in mind.

3. Exploit the system
Once an election is declared, impartiality rules kick in for broadcasters. Covering TV and radio (down to community stations), they mean that no one party should be favoured, personal political preferences shouldn’t be aired by presenters and due weight is given to the larger parties. What this means in practice is that over the course of a bulletin, all major parties must receive airtime – and it must be presented in an unbiased manner. Hence the huge amount of effort put into campaigning in front of the camera, with politicians criss-crossing the country to launch manifestos and policies. In contrast, newspapers are free to add as much comment as they like, making politicians much warier of them.

Again, I’m not suggesting that PR people try and break the rules when it comes to getting their clients in front of the media, but understanding how different types of media work is vital to providing them with a story that works for them, and their audience.

4. Prepare and leave nothing to chance
The biggest lesson for all PR people from this election is the importance of preparation and planning. In terms of the Conservatives every appearance is carefully stage-managed, even down to allegedly shutting reporters in a room when Mrs May did a factory visit so they couldn’t film her and bussing in activists to serve as the audience in community centre visits. This level of planning doesn’t quite extend to Labour. As well as Diane Abbott’s series of car-crash interviews, the party manifesto was leaked with Jeremy Corbyn subsequently pulling out of launching its poster campaign to deal with the issue. And his driver then accidentally ran over a BBC cameraman’s foot.

You shouldn’t follow the Conservative strategy to the letter, and indeed being too polished can be detrimental to your message. However ensuring you have set detailed objectives, have the right messages, plan how you are going to deliver them and are fully prepared is more likely to project the image you want to be known for, rather than seeming to be continually running to catch up. As the election unfolds, expect to hear the words “strong and stable” a lot more………………

Photo by secretlondon123 (originally posted to Flickr as Polling station) [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)%5D, via Wikimedia Commons

May 17, 2017 Posted by | Marketing, PR, Social Media | , , , , , , | 2 Comments